Three women, all fond of Christmas, yearned for more representation of Black people in holiday decorations. Over lunch, they brainstormed business ideas that could combine their textile design and sales skills. They started by creating gift wrap and ceramic ornaments with Black lettering, selling them on Zazzle. The responses were positive, and customers frequently requested more designs.
"We know we're doing something good," added Merchant.
As George Floyd's death sparked renewed support for Black-led businesses in 2020, the women realized it was the opportune moment to establish their company. They began planning, eventually opening Black Paper Party in the same year. Specializing in ornaments and gift wrap featuring authentic Black characters, such as Papa Claus, Nana Claus, and Aunt Holly, the company strived to design characters that accurately represented Black culture and physical features.
"These aren't just average brown characters," said Hudson. "These characters reflect subtle aspects of the Black Diaspora and are culturally representative."
Today, Black Paper Party products, including holiday cards, gift hangers, home decor, and stockings, are sold at retailers like Walmart, Target, Macy's, Dollar General, and CVS.
Black customers, especially women, often thank the founders for making it easier for them to find holiday decorations featuring Black characters. "Many of them said they no longer had to search for a Black Santa, but could simply shop at their regular stores, "said Hudson.
Recently, the founders appeared on Shark Tank, securing a $250,000 investment from millionaire investor Barbara Corcoran, enabling them to hire more employees, increase inventory, and improve their website. Hudson noted the exposure from Shark Tank would boost their brand awareness.
"This kind of exposure is priceless," said Hudson. "We want to make sure the message of representation reaches the masses during seasonal celebrations."
In 2022, they created a limited stock of Valentine's Day and Easter products for Walmart. They plan to introduce Black History Month-themed products at Dollar General and Kohl's in 2024. The founders' goal is to ensure Black people remain visible during celebrations, promoting inclusivity in the holiday decoration industry.
"It's time for the seasonal industry to reflect a different perspective on life," said Willis. "Many retailers are falling behind."
